A Company's Perspective on whether to use Celebrity Endorsement vs Youtube Endorsement
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The Pros and Cons of A Company's Perspective on whether to use Celebrity Endorsement vs Youtube Endorsement
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A Company's Perspective on whether to use Celebrity Endorsement vs Youtube Endorsement
- 1. Meet JOE
- 3. Celebrity Endorsements Hmm!
- 5. • Ensured Attention – PR coverage – Higher degree of recall 15-20 million $!
- 6. • Rejuvenating a stagnant brand – Compensate for lack of innovative ideas.
- 7. • Mass Appeal – Psychographic Connect – Demographic Connect
- 9. There are risks... Hmmmm..... .
- 10. • The vampire effect What brand was she promoting again?
- 11. • Mismatch between the celebrity and the image of the brand
- 12. • Multi brand endorsements by the same celebrity would lead to overexposure – Celebrities endorsing one brand and using another (competitor)
- 13. • Cost
- 14. • The reputation of the celebrity may derogate after he/she has endorsed the product. – Inconsistency in the professional popularity of the celebrity
- 15. In the end people always forget...
- 16. So Does it Work? According to Adweek... 4% 78% 18% BUT
- 18. YouTube Celebrity Endorsements Hmm!
- 19. • Cost –Promotional tactics Promo Codes + Discounts Contests
- 20. • Specified Target audience – More relatable and trusted by consumers Companies only selling online New and starting companies
- 21. • Measurement of success –Feedback 11, 038,984 Views!
- 22. • Less Risk – Can pull out without being noticed – Can use multiple Youtube celebrities
- 23. There are risks... • http://www.gurugossip.net/t394p175-bad-experience-with-products-gurus-rave-about
- 24. • Youtube personalities must state that the product was endorsed Juicy Tuesday Fowler Sisters
- 25. • It stays on YouTube Forever...
- 26. So Does it Work? According to my own research... 55% 6% 39% BUT
- 27. Increase Sales/ Gain new consumers to try it out
- 28. The ultimate product: The Clarasonic Step 1 Step 2 Step 3 Step 3
Hinweis der Redaktion
- Meet Joe
- Wmv
- http://internationalentertainment.blogspot.com/2011/10/viva-glam-spokesperson-lady-gaga-and.html
- http://blogs.wsj.com/speakeasy/2011/08/16/abercrombie-and-fitch-offer-to-pay-the-situation-to-stop-wearing-their-clothes/
- When a product or service is endorsed by a celebrity, more than three-quarters answered that it has no impact on their intent to buy,” Adweek reports. “Just 4 percent said it makes them more likely to purchase.”And when consumers get up to retirement age, celebrity endorsements can actually work against a product, according to the poll. For those 55 and older, 19% noted that a celebrity endorsement might cause them to not buy a particular brand.http://www.brandchannel.com/home/post/2011/06/14/Celebrity-Endorsements-Study-Adweek.aspx
- Contracts are very short
- http://www.xconomy.com/seattle/2011/03/30/lady-gagas-favorite-seattle-tech-startup-clarisonic-cracks-big-time-with-100m-sales/2/